FMCG major ITC Ltd is experimenting with a variety of new fragrances for its agarbatti (incense stick) range under the ‘Mangaldeep’ brand. According to VM Rajasekharan, CEO, SBU — Agarbatti & Matches Business, the company has also introduced new form factors include the Dhoop .Mangaldeep’s new offering is out to make its space among 6000 plus players across the country. Among key competitors are brands like Cycle, Moksh, Zed, Kalpana, Hari Darshan and Patanjali.
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